1. Irish Media Agency 2011
29th April 2011
This week: The blog: What’s Average? Targeting Families
The latest insights and analysis of search
twitter.com/MindshareIRL
blog.mindshare.ie
A few words from Rebecca
The latest TV and search information youtube.com/MindshareIRL
What’s Average? Targeting Families
by Rachel Ray
When it comes to media and who we are targeting, it is crucial we
understand just who our target market is. Too often agencies base this
their thinking on ‘common sense’, perceptions and presumptions but
at Mindshare we know better! The latest data from the CSO has hit
the papers and the radio stations this week, so the research team
thought we’d give an overview of the the key stats and just what they
mean in terms of advertising and media.
Education
52% of Irish women are aged 25-34 have a level education in comparison to just 39% of Irish men. However while women
accounted for the majority of graduates in the arts, education and social studies; men still account for 84% of graduating
engineers and – crucially – 59% of science graduates. Given that science and technology are currently said to be the
strongest sectors in Ireland, it stands to reason that the employment prospects may fair better for recent male graduates than
female. Are young singles in science and tech going to be the ones with cash to splash? And what does this mean in terms of
the family? There still seems to exist an outdated preconception that the most ‘traditionally’ educated member of a family is the
man. This needs to be reconsidered.
The Workforce
OK so we already know that women earn a good bit less (70%) of what men
make on average in the workforce however…This rises to 90% if the time worked
from the blog
is taken into account. Men, on average, work an extra day per week in We’ve moved...
comparison to the working woman. In terms of media targeting, men are working
Find us at blog.mindshare.ie
longer hours and therefore on average not home as early as women.
- much easier to remember and to
Read more here. interact with.
See you there.

2. The Royal Wedding Hitler House
INSIGHTS &
ANALYSIS
GOOGLE
TRENDS
Search Trends
29TH APRIL
This week in search we have been
2011 interested in the slowly unraveling story of
Playstation’s hacking disaster. Lovers of
irony will be pleased to see that we’ve also
been googling ‘earth day’ (when we are
supposed to ‘switch off’), thanks to Google
Dr. Who Doodles.
We’re not too sure why Sainsburys,
Asda and Tesco are all topping the rising
searches but it may have something to do
both with price comparison (link here)and
jobs - Tesco has promised 200 new ones
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and this week.
trends of information people are The royal wedding has been on the tips
21st - 28th April ’11 searching for over certain time periods. of people tongues and the top of their
searches as we searched for details about
the day. Kate Middleton has also been
earth day Breakout 4000% our searches and both BBC and Sky
topping
playstation network 3300% sites crashed. But not everyone was loving it
- see picture above.
psn 1150%
In image searches we’ve been googling
playstation 700% a balance of super sweet (easter bunnies)
and super evil (a house that looks like Hitler,
snooker 190% pictured above). In entertainment, aside
from those already mentioned, we’ve been
sainsburys 120% googling Dr. Who (his 11th reincarnation is
asda 80% back on the BBC) and the movie Thor
(brought to us from the guys that made
kate middleton 70% Ironman).
royal wedding 70% Rising searches are based on the increase in volume from a
base volume seven days ago. When ‘Breakout’ is recorded,
tesco 70% the base figure was too low to record them.
Rising News Searches (last 30 days) Rising Image Searches (last 30 days)
29th March - 28th April 2011 29th March - 28th April 2011
easter eggs easter
tom humphries
humphries
leinster journalist easter bunny
jennifer lopez
masters kate middleton
royal wedding imogen thomas
pokemon
grand national hitler hitler house
grand national 2011 kate middleton

3. Rebecca Duffy: Reception/PA Rising in Arts over the last
12 Months
What is your role in Mindshare?
I’m the receptionist and PA in 1 eliza doolittle Breakout
Mindshare, Dublin. 2 spartacus +350%
3 channel 131 +180%
What’s your favourite current
campaign? 4 grand canal theatre+170%
I love T Mobile Royal wedding advert. 5 narnia +140%
The ad celebrates the marriage of
6 robin hood +70%
William and Kate with the help of a
host of royal look-a-likes and music 7 national theatre +60%
from East 17. Even today it’s ranked 8 banksy +50%
9th on Google if you search ‘royal
9 harry potter +50%
wedding’. It now has 14 and half million views on YouTube. You can
watch it here. 10 vampire diaries +50%
Any changes in Media you are keeping an eye on? Top Dublin Searches Last 7 Days
The development of brands social media sites and the increased 1. playstation network 6. premier league
involvement of companies with them. 2. psn 7. tv guide
3. royal wedding 8.bus eireann
Twitter or Facebook? Daddy or Chips? 4. kate middleton 9.dublin weather
Facebook!
5.met eireann 10. lotto
jimmy carr Rising Entertainment
thor Breakout
last 7 days vs. previous 7 days
ultimate guitar
+60%
vin diesel earth day
+70%
+350% Breakout
doctor who
+80%
fb
+90%
psn
Breakout jennifer hudson
Breakout
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

4. 822 Top TV Advertisers 4th -10th April
TV News 812
The Royal Wedding was watched worldwide 569
460
today by over 2 billion people. 65% of all related 398 396
330
280 272 264
social media came from the U.S.
RTE welcomes a new makeover programme At
ve
r G al er ar i 2 A B o
ile P& re kis Sp Vh O RS ES nd
Your Service hosted by Francis and John Brennan. Un L’O nc nt e
e Ni
kitt B
c
Re
Starts on RTE on 1st May at 7:30pm
Top TV Brands 4th - 10th April
Highlights of Leinster facing Toulouse in the
396 380
Heineken Cup on RTE2, Saturday at 10:15pm 330
284 282 280 279 272 266 264
RTE present Killer:Sisters, a documentary on the
Scissor Sisters on Monday 2nd May at 9:30pm
i s
Vh gu O
2 lds UP
C
RS
A Ire ES
B
nn
es on
Lin na of ke
m
r o nk Du Po
Ae cD Ba
M
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 24.0 Desperate Housewives 14.2
Coronation Street 18.6 Eastenders 10.6
Roomers 17.4 Fair city 9.1
RTE 9 News 17.3 Coronation Street 20 8.8
Eastenders 16.3 UEFA 8.2
The Late Late 16.2 The Late Late 8.1
Fair city 14.9 Roomers 8.0
Dragons' Den 13.1 RTE 9 News 8.0
Wagon’s Den 13.0 Dragons' Den 7.6
Room to Improve 11.9 Emmerdale 7.0
Sponsorship Availability
The Simpsons is up for Sponsorship on Sky1 from June 2011.
An exciting sponsorship opportunity has arrived for Off the
Rails from 1st July 2011
The Royal Wedding
Wagon’s Den
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300